The Producer: A failed
Broadway producer, Askew began looking for other options, and his
CEO acquaintances offered jobs. Although he was reluctant to take
on anything full time, several projects involving CEO-to-CEO
dealings exposed Askew to an untapped niche in the sales process.
Corporate
Rain is the result.

Handling Rejection: CRI
arranges high-level "new business" meetings, or
pre-sells, with senior executives of companies targeted by his
clients. Why do companies turn to CRI? Says Askew, "Basically,
people hate doing this. There's a ton of rejection
involved." Coupled with the slow and systematic process, CRI
can be regarded as a godsend. "Rejection is our middle
name-it's what we do," says Askew. "Our success rate
is 8 to 15 percent. Believe it or not, that's phenomenally
high."

Phone Etiquette: Reaching
out to corporate decision-makers, CRI's sales force is
comprised of entrepreneurs and former executives who have Ph.D.s,
MBAs or other high-level credentials and thus can have what Askew
describes as a "peer-to-peer approach" to sales,
representing clients like AT&T, Con Edison Communications and
Deloitte & Touche. "It's basically phone work,"
says a modest Askew. "Mostly our success is just plain
persistence. It's not like we're a genius company-we just
use very high-level people. We also emphasize courtesy above
success."

Social Work: Askew's
master's degrees in education, philosophy and religion shape
his take on business. "It's more from an ethics and
service point of view rather than pure profit. I just assume the
profits will follow if you tell the truth and do right by
people."